Video Marketing and Lead Capture: Part 1

Video marketing has evolved with technology. The days of filming a video then handing out hard-copy DVDs to prospective clients all over Melbourne, are essentially over. In today’s market, the popularity and reach of Youtube and website videos is booming.

However, simply creating a video and putting it online isn’t all you can do. This 3-part series will show you how to create a targeted video marketing campaign to deliver specific aims, depending on where your leads and clients are in the sales process.

The 3 main steps that will be discussed in this series are:

1. Lead Capture2. Lead Nurture3. Lead Conversion

After watching this series, you will see that delivering a one off sales video isn’t the best strategy for your video marketing campaign. Having a series of videos that helps your audience to get to know you, your business and to build trust over time is far more effective . You will also be able to deliver a call to action at a specific point in the campaign that will maximising the potential response.

In this video, I explain the benefits of using Lead Capture in your videos.In the last few years video marketing has completely transformed. So if your job involves commissioning videos it's important that you get up to speed with how video marketing is working today. In the old days it was pretty standard to make a video and then put it out on DVD to send to prospects, or hand out as marketing material. We then moved onto online video, such as on YouTube, or on your website. But there is so much more you can do. Video can be used strategically to achieve different aims, depending on where your audience is at. In this 3 part series I'm going to explain to you the three most important stages of video marketing. They are: 1. Lead Capture 2. Lead Nurture, and 3. Lead Conversion By the time you've watched this series you'll have the tools to do so much more with your video marketing than what you're currently doing. it'll become clear to you that web video marketing is no longer about a one-off video. Rather, it's about communicating and connecting with your audience with a series of videos that over time help to build trust, position you as the expert, and finally, drive an action. So let's start with Lead Capture. The Lead Capture phase is all about starting a relationship with the client, And about receiving their permission to do this. And the most effective way to do this at the moment is through asking for a prospect to give you their email address, and getting their permission to send them useful and relevant information. And the best way to do this is to offer your audience access to something valuable such as a special report, pdf, or series of videos like this one. As an example, on our Dream Engine video production website, we offer a video production consumer guide, containing my best tips on how to choose the right video production company, and some pitfalls to avoid. By entering their email address in the sign up box, prospects can access the free report. We can also collect email addresses within the video itself: Through using a software plugin called Leadplayer, that plugs into Youtube videos embedded on our site, we can actually invite prospects to enter their email address directly into the video. A tool like this will increase the signups you get, because it's right within the video, with an appropriate message such as, "to receive more videos just like this one, simply enter your email address." To take things a step further, you can even set things up o that it's a requirement for people to enter their email address in order to watch the video. And you can do this at the start, or even interrupt the video at a particular point. To soften the blow, you can set it up so that viewers are INVITED to enter the email address, but can skip that step and keep watching the video if they prefer. It's up to you to choose the set-up that works best for you. To further boost your Lead Capture you ask your audience within the video to sign up to your email list. Just remember, the idea with this approach is that it's about seeking permission to start building a relationship. And video is a powerful way to do this. In the next episode of this series you'll learn about the next phase: Lead Nurture. This where you really cement your relationship with the viewer by demonstrating your expertise, and showing them the process you've used to solve challenges of people just like them. So if you found this video useful, remember to subscribe to my channel. I'm Ryan Spanger, and this has been another web video marketing news update.

Lead capture is the first step in your campaign. In this phase, you are receive permission to build trust between you and the client. The best way to do this at the moment, is to offer them interesting and relevant information regularly through email. It is important for the client to give you permission to do this, so offer them something of value. This can include important information via a special .pdf report or video series.

Take our Dream Engine Production Consumer Guide for example. At Dreamengine.com.au, we offer a helpful guide that contains great tips on how to choose the right Melbourne production company, as well as things to avoid. It is relevant, useful information and for a potential clients. All they need to do is enter their email address.

Another way we collect email addresses is by using a video plugin called Leadplayer. By using this plugin in our video series, we invite viewers to enter their email addresses within in the video. By having having an email capture within a relevant video, as well as having a targeted message, such as “If you liked this video, you can receive more by simply entering your email address here”, we drastically improve our signup rate.

If you want, you can actually require a viewer to enter their email address in order to watch the video. You can have a pop up appear at the beginning of the video or even at a designated point during the video. You can lessen the blow by allowing the email invitation pop-up to be skippable, allowing the viewer to continue watching the video.

By asking the viewer to enter their video within the video itself is also a way to increase sign-ups. It’s really up to you how you’d like to approach your specific clients for their email addresses.

Keep in mind, the aim is for your clients to willingly give permission for you to send them interesting, relevant information by signing up to your mailing list.

The next phase of the series tackles lead nurture, where you will find out how to develop your relationship with clients by showing your expertise and how you can solve their problems with your products.

[…] Online marketing is a big industry and there are now many companies out there that offer these services for businesses. The barrier to entry for these companies is very low and the nature of the Internet means that it’s easy for people to be deceived. Not all companies have the same reliability and experience so how do you separate your company as one that does? The answer is by demonstrating the depth and experience that you have and by showing people the results that you’ve already given your customers. […]